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3 useful facts about digital marketing in South Korea in 2023

By Elin Box on August 17, 2023

When embarking on a digital marketing campaign in South Korea, you need to make sure you are tailoring your marketing efforts to the needs of the local market. This is because South Korea has a digital landscape unlike any other! It has different search engines and social networks that do not exist elsewhere, where people spend their time online. The infographic below highlights three unique and useful facts about digital marketing in South Korea in 2023.

1. Both Google and Naver are important search engines

The search engine landscape in South Korea is unique. According to StatCounter, Google has 58.5% of the market share, the South Korean search engine Naver comes in second place with a sizeable 35.8%, and Bing comes in third place with 2.8%. However, these figures vary significantly depending on the data source, with many other sources, particularly those from South Korea, actually putting Naver as the leading search engine. Whatever the true break down, one thing is clear: if you are targeting South Korea, it is wise to include both Google and Naver in your SEO and PPC efforts.

2. The search engine Naver has multiple “social” features

Another quirk of the South Korean online space you should be aware of is that the search engine Naver has various “social” features, including Naver Blog (a blogging platform), Naver Post (like a slimmed-down version of Naver Blog, with less text and more imagery) and Naver Café (a forum platform). The first two have significant popularity in South Korea – and rank well in the Naver search engine – so they should definitely be taken into account when marketing in South Korea.

3. The most popular social platform is KakaoTalk

KakaoTalk is the most popular social platform in South Korea, with 85% of South Korean internet users saying they use the platform every month. KakaoTalk is a messenger app that allows users to engage in text, voice and video chat. Users can also upload photos, videos and music to their profiles, get organised with the calendar feature, and get access to exclusive coupons and deals from brands. Brands can create business pages on KakaoTalk that have feeds just like Facebook where people can like, share and comment on their posts.

Want to learn more?

Did you realise just how unique the digital landscape is in South Korea? It goes to show the importance of properly researching your target markets and creating a tailored marketing strategy that targets the right platforms for each country. To learn more fascinating facts and stats about how digital marketing works in 57 different countries, check out the Webcertain search and social report 2023 by clicking the button below!

Data sources

The statistics quoted in this blog post come from the Webcertain search and social report 2023, which quotes data from StatCounter and DataReportal.

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Elin Box

Content Marketing Manager at Webcertain
Elin is a Content Marketing Manager at Webcertain. She is responsible for Webcertain’s Self-learning platform, producing in-depth guides on a range of international digital marketing topics. She also helps run the Webcertain blog and is the writer of the Webcertain search and social report, an annual report summarising digital marketing best practices in over 50 countries. She is passionate about educating and empowering people to make the best decisions for their business and is proud to help share Webcertain’s wealth of digital marketing knowledge with the world. Elin is from the UK.

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